Tuesday, July 6, 2010

Yahoo Advertising Blog: Science in Advertising is Not Just for Quants Anymore-Video: Winston Binch of Porter + Bogusky on creative technology

In this video, Winston Binch, Partner at Crispin Porter + Bogusky, talks with Yahoo’s Shane Steele at the Cannes Lions International Advertising Festival about the importance of Cannes and the science behind creativity. Cannes, says Binch, is “kind of like a digital Switzerland for our industry.” Competitors, he says, “can come here and just talk about what’s going on with our business… there’s some real, honest discussion…”

Some of his biggest challenges? “People tend to avoid advertising more than ever… Our work has to be smarter, it has to be bigger than a gimmick or a joke…” Embedding technology in everything his company does, notes Binch, is key not only to things like analytics and reaching audiences at scale, but also to helping develop creative that truly engages...Yahoo! Advertising Blog

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